The Brief

Three Distinct Audiences, One Website

Australian Youth Orchestra needed a website redesign serving three user groups: prospective participants and families researching programs, concert-goers booking tickets, and donors seeking impact transparency. Each audience had different goals and required clear pathways without competing for attention.

The challenge: balance immediate clarity for each audience while maintaining a unified brand experience that reflects the orchestra’s national prestige and artistic excellence.

What I Delivered

Strategic Navigation with Immersive Visual Storytelling

Design

  • Audience mapping and requirements definition
  • User journey mapping for three audience types
  • Wireframes and interactive prototypes
  • UI design system and component library

Development

  • WordPress custom theme (HTML, SCSS, JS, PHP)
  • Custom mega menu with audience-specific pathways
  • Video mask entrance animation
  • Parallax scroll effects for visual immersion

Outcome

Live Site Supporting National Organisation

Scale: Website supports national organisation serving 552 participants across Australia, 7,510 concert attendees in 2024, and 147 artists employed.

Result: Full redesign delivered for Australia’s premier youth orchestra, successfully balancing clarity for diverse visitors with unified brand experience and visual impact.

More Work